Cost Per Click

U.S. marketers spent 14% more money on search advertising in the fourth quarter of 2011 than they did during the prior year's final quarter, according to a study by digital marketing firm Efficient Frontier.

It's been a few years since "engagement mapping" aka "attribution" emerged as the next big thing in online advertising. The concept of looking across digital channels and beyond the last click made sense to everyone.

Google announced its second quarter 2009 earnings on July 16, with $5.52 billion in revenues, a 3% increase compared with the same period in 2008. However, its average cost per click, which includes clicks related to ads served on Google sites and its AdSense partner sites, decreased 13%.